How 19-Year-Old Manan Poddar From Gurugram Is Redefining India's Incense Industry With Ishvarya
19-year-old Manan Poddar from Gurugram is redefining incense with Ishvarya, moving from simple aromas to ritual-first, deity-inspired experiences.
In an industry often dominated by generic scents like sandalwood or rose, a 19-year-old entrepreneur from Gurugram is shifting the focus from mere fragrance to profound spiritual meaning. Manan Poddar, the visionary behind the premium contemporary brand Ishvarya, is challenging the traditional way consumers interact with incense by introducing a "ritual-first" philosophy.
While most incense products are categorized by their aroma, Poddar noticed a significant gap in the market. He realized that for many, burning incense is not just about a pleasant smell, but a deeply rooted part of a devotional practice. This realization led to the birth of Ishvarya, a brand built on the central proposition: “Meaning before fragrance.”
A Shift From Aroma to Devotion
The core innovation of Ishvarya lies in its development process. Instead of starting with a scent profile, the brand begins with the spiritual context. Poddar’s approach identifies a specific deity, a particular festival, or a traditional offering and builds the product around that intention.
“Ishvarya began with a question that felt both simple and important: why should every ritual use the same incense?” says Poddar. By placing the ritual at the center, the brand ensures that the ingredients, the fragrance, and even the presentation are all aligned with the spiritual purpose.
This method transforms the consumer experience. Instead of a customer asking, “Which aroma do I prefer?” they are encouraged to ask, “Which deity or occasion am I honoring?” This makes the product intuitive for those who understand religious traditions but may not be experts in the complex vocabulary of incense manufacturing.
The Dev Tattva Collection: Eight Ritual Worlds
The most striking manifestation of this philosophy is the Dev Tattva collection. This principal range is divided into eight distinct "ritual worlds," each meticulously crafted to reflect the essence of a specific deity or tradition:
- Vinayak: Inspired by Lord Ganesha, incorporating traditional elements like durva grass, red flowers, and red sandalwood paste.
- Kailash: Drawing inspiration from Lord Shiva.
- Madhav: Centered around the essence of Lord Krishna.
- Padma: Inspired by Goddess Lakshmi.
- Bhavani: Dedicated to Durga and Shakti.
- Raghav: Reflecting the spirit of Shri Ram.
- Aditya: Inspired by Surya.
- Bajrang: Dedicated to Lord Hanuman.
By structuring the collection this way, Ishvarya allows customers to navigate the brand through cultural relevance. Whether a user is looking for a specific scent or preparing for a particular puja, the connection between the product and the tradition is immediately visible.
Redefining the Sensory Experience
For Poddar, the goal is to ensure that the ritual premise travels through every single layer of the product. This includes everything from the composition of the masala to the final way the product is presented to the user.
By integrating research into traditional offerings—such as using tulsi for Krishna or bilva for Shiva—Ishvarya is not just selling a fragrance; it is providing a tool for devotion. Through this contemporary lens, Manan Poddar is turning a common household item into a sophisticated bridge between ancient traditions and modern lifestyle needs.